Mukt Shabd Journal ISSN NO : 2347-3150

ENTREPRENEURSHIP POTENTIAL OF BEACH TOURISM IN

Rakhi M. R, Research Scholar, Mahatma Gandhi College, Thiruvananthapuram. [email protected]

Dr.Vinod A.S, Assistant Professor, Mahatma Gandhi College, Thiruvananthapuram.

Abstract Entrepreneurship plays a vital role in economic development of every country. The process of entrepreneurship brings many opportunities as well as choices to the society. Regional integration, global attention, reduction of gap between rich and poor can be made possible through entrepreneurs. Every economic sector in our country has vacancies for entrepreneurs. Tourism is one of the major service sectors having immense potential as well as opportunities for entrepreneurs. It is one of the best economic activities that have high potential for growth and future expansion and similarly it has multi-faceted impact on entrepreneurship. By promoting , tourism entrepreneurship can do a lot in eliminating unemployment up to an extent. This article focuses on the entrepreneurship potential of beach tourism in Kerala. The study found out that identification of the correct venture with proper support in the form of fund can lift any budding entrepreneurs and the existing entrepreneurs are highly satisfied with the time freedom enjoyed by them. Keywords: Entrepreneurship, tourism, Kerala, unemployment.

Introduction Entrepreneurship plays a vital role in economic development of every country. This process brings many changes, innovation in our society. The proverb” Necessity is the mother of invention” becomes the reason for every new products and ideas. In every field the minute changes happens daily in technology or product or ideas as a result of entrepreneurship. The process of entrepreneurship brings many opportunities as well as choices to the society. The entrepreneurs have a significant role in bringing more employment opportunities in enhancing standard of living, reduction of gap between backward and urban areas and there by focusing economic development. Every problem becomes an opportunity of an entrepreneur. By observing the evolution of world, it is very clear about the importance of an entrepreneur in our society. They generate economic growth, innovation and increased competition. The process of entrepreneurship is always future oriented and creative. Regional integration, global attention, reduction of gap between rich and poor can be made possible through entrepreneurs. One of the main problems faced by Indian economy is unemployment. This can be cured by entrepreneurs up to an extent. As the proverb says ‘Rome was not built in a day’, the essence of entrepreneurship cannot be injected to all the citizens of our country in a single day. The benefits of being an entrepreneurship should be grasped by everyone. The success of entrepreneurship can be ensured by proper EDP (Entrepreneurship Development Programme) and proper allocation of funds via official channels. Every economic sector in our country has vacancies for entrepreneurs. Sometimes it me hidden or otherwise it is shown. It is even seen in service sectors too. Tourism is one

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of the major service sector having immense potential as well as opportunities for entrepreneurs. It is one of the best economic activity that has high potential for growth and future expansion and similarly it has multi-faceted impact on entrepreneurship. It has a major role in contributing towards employment as well as foreign exchange. Tourism sector can act as a vehicle that diminishes poverty, unemployment and under exploitation of backward areas. (Szivas, 2001)The term tourism cannot stand alone, it should be aided by many other supporting hands which includes air transport, surface transport, hotels and basic infrastructure. Sum of all these factors can only make the experience of tourist awesome. Both government as well as private agencies have dominant share in making the tourist sector evergreen. PPP (Public Private Partnership) has huge potential in tourism sector. Even though Kerala has the capacity to become tourist’s capital in the world with regard to culture, natural sights, hills, beaches and temples, its awareness and promotion among tourists is still very negligible. By promoting tourism in Kerala, tourism entrepreneurship can do a lot in eliminating unemployment up to an extent. This paper focuses on the entrepreneurship potential of beach tourism in Kerala.

Objective of the study  To identify the required promotional and awareness program in beach tourism to generate more entrepreneurs & employment.

Methodology The study concentrated on the entrepreneurship potential and employment capabilities of beach tourism in Kerala. This article focuses on the analytical and descriptive remarks o the objective under study. For the purpose of study, five beaches were selected conveniently. , , Alappuzha, Fort and beach were considered for sample selection. 50 tour operators (10 from each beach) were selected through snowball sampling and 50 hotel owners (10 from each beach) were selected randomly within the sampling frame for collecting primary data. Structured questionnaire was used for collecting primary data and information obtained through publications, websites are additional data used for description. Review of Literature  Russell & Faulkner (2004)conducted study regarding the entrepreneurship chaos and the tourism area life style. He found out that entrepreneurship has a major role in tourism development and focused on two Australian destinations.  Shaw (2014)highlighted the overall profile of Kumbalangi and the employment potential of rural tourism in Kumbalangi village. This article used both primary and secondary data. Primary data were collected from 60 members of local community. Homestays provide highest (28%) benefit to rural community. Majority of tourist (33.33%) required eco-friendly cottages for accommodation.  Lordkipanidze et al. (2005) revealed the entrepreneurship factor in sustainable tourism development in Soderslatt region of Sweden. The author conducted a SWOT analysis of this region with reference to tourism entrepreneurship development. They presented “Healthy Pig Farm” as an example of innovative entrepreneur in farm tourism. By considering the findings, they made some valuable suggestions such as proper awareness as well as training to local communities for sustainable tourism development along with entrepreneurship generation.  Ateljevic & Doorne(2000)made study titled ‘Staying within the Fence- Life style entrepreneurship in Tourism’ which focused Newzealand. This article tried to identify the motivating factors behind the life style entrepreneurs who rejects the business expansion & growth opportunities. Niche market provide entrepreneurs more wide market that existing and stimulate regional development.

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 Chang (2011) researched the role of SME’s in tourism and hospitality. The study covered more theoretical base regarding the Small Medium Enterprises and tourism sector. Most of the enterprises around the tourism area is small or medium sized. This article remarked the success factors behind the SME in tourism sector and hospitality also. The author made attempt to address the role of public sector in lifting SMEs and tourism sector.  Carmichael & Morrison (2011)discussed the tourism entrepreneurship and its positive impacts. This editorial mentioned tourism entrepreneurship as a solution for social & economic development as well as for regional integration also. The conference held at WilfridLapier University, Canada gave a clear picture about the social, cultural and technological impact of tourism entrepreneurship to a particular community. The author concluded the editorial by focusing the academic significance of the study.  J. Ateljevic, (2009) conducted research about the entrepreneurial approach in tourism Industry by considering Tamilnadu as a sample. Researcher highlighted the services provided by travel agencies as tourism entrepreneurs in Tiruchirapalli and Coimbatore districts. Besides the above, the author considered the performance of travel agencies in terms of customers and other services offered to them. The challenges faced by travel agencies in the competing environment of tourism are another major point remarked by the researcher. This work suggested for adequate government support and infrastructure for entrepreneurs to develop tourism entrepreneurship. From the analysis of above literatures, it is clear that some article mentioned the entrepreneurial ability of tourism products in Kerala and other countries. Along with this, they also remarked the positive impacts of tourism to a society and to a country. Even though tourism has huge potential in raising many entrepreneurs, something stopped the local community from being an entrepreneur. This paper focuses on the entrepreneurship potential of beach tourism in Kerala.

Result and discussions The entrepreneurship potential along with the satisfaction among beach side enterprises are identified through primary data analysis supported by minor part of secondary data. The response of hotel owners and tour operators from Kovalam, Varkala, Alappuzha, Fort-Kochi and Cherai beaches were analysed below. Table 1 Personal profile of tourists

Characteristics Tour Operators % Hotelowners (%)

Below 30 40 48 31-50 43 32 51-70 13 12 1. Age Above 60 4 8

Total 100 100

Male 87 76 2. Sex Female 13 24 Total 100 100 Source: Primary data Inference:For the purpose of this study, age& sex were given prime importance in personal profile of respondents. The age group below 30 years constitute the major part of the respondents both in case of operators and hotel owners. Respondents of age above 60 became least part of the study. This

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occurs due to transfer of ownership from old generation to next generation. That is why, young generation forms major part of the business.

Table2. Duration of the enterprise Duration of your 0-2 enterprise years 2-5 years 5-10 years Above 10 years Total

Hotel Owners 8 15 21 6 50 Tour Operators 6 17 24 3 50 Source: Primary data Inference:Most of the entrepreneurs selected for the study has operated their business for five to ten years. They are dominant respondents in the study. The entrepreneurs who have continued their business for more than 10 years is very least. The financial struggles during the off seasons provoke them to switch over to other employments or other locations. Those who survived for 10 years have enough knowledge about the peak and trough of their business.

Table 3 Past employment profile of respondents. No of persons tried employment before entrepreneurship

Yes No Total Hotel Owners 18 32 50 Tour Operators 26 24 50 Source: Primary data Inference:From the table, it is clear that more than half of the respondents never tried any other employment in case of hotel owners. They entered in the field of entrepreneurship as their wish as well as passion. The persons employed before the enterprise is more among tour operators.

Table 4Perception about Tourists Mean SD Perception about Tourists Hotel Operators Hotel Operators Tourist prefer more local foods & accommodation rather than star rated 3.29 3.52 1.29 1.07 Every tourist visiting beaches requires your facility or assistance 3.27 3.45 1.58 1.21 Local entrepreneurs have more information about the nearby locality to help tourist 4.12 4.14 0.67 0.58 Tourists have high preference for cleanliness and waste management 4.07 4.17 0.68 0.65 Satisfied tourist re-visits your enterprises 3.01 4.07 1.23 0.98 Source: Primary data

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Inference: The analysis about the perception of tourists showed that the entrepreneurs located in nearby location can help the tourists about the surrounded tourist location as well as the specialities as well as problems of corresponding beaches. The rate of re-visit from satisfied tourists is very low in case of hotel as each one tries to attempt to have experience from new hotels. Tourists approaching tour operators for visiting beaches are very rare as the assistance in case of beaches is not needed. Tourists have high preference about the cleanliness and waste management in every tourist destination. (Hotel owners Mean -4.12, Tour operators mean- 4.14)

Table 5Factors of attraction

Factors of attraction in Entrepreneurship Hotel Operators Money Freedom 10 8 Opportunities 3 2 Time Freedom 20 24 Hesitation to work under a boss 17 20 Total 50 50 Source: Primary data Inference:After analysing the factors of attraction in entrepreneurship, time freedom is the most important factor influencing the decision about the entrepreneurship. The respondents under study opted the field of entrepreneurship for enjoying the time freedom. Hesitation to work under a boss is the next factor that pulls the respondents towards the entrepreneurship. Opportunities in entrepreneurship have only the least effect on attracting entrepreneurs.

Table 6Satisfaction about entrepreneurship Satisfaction about entrepreneurship Hotel Operators Mean SD Mean SD The earnings from the enterprise is enough for livelihood 2.54 1.5 3.29 1.07 Being an entrepreneur gives more societal status 3.01 0.98 3.27 1.21 Entrepreneur gives you more time freedom compared to an employment 3.98 0.59 4.12 0.58 The shortage of money during off season can be compensatedduring the season time 2.68 1.02 4.07 0.65 Source of finance is easily available 2.41 1.21 2.52 0.98 Revenue from tourists are profitable 2.65 1.03 2.76 1.69 Maintenance and Promotional expenses are affordable 2.87 1.25 2.3 1.35 Source: Primary data Inference:By considering the satisfaction about the entrepreneurship among hotel owners, the time freedom enjoyed during their work gives more satisfaction and it is followed by the societal status. The process of procuring required finance is a hard task for both hotel owners and tour operators. Similarly, the time freedom and compensation of money during season time are the two factors having high satisfaction among tour operators.

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Suggestions  The youth population should be aware about the benefits of entrepreneurship  The required capital needs to be properly distributedto budding entrepreneurs based on the business proposal  The promotional measures by government should include the nearby enterprises & benefits for getting more business for entrepreneurs.  Extra amount required for further modification & expansion should be provided by government in subsidised rate.  Interest free loan can be initiated by nationalised banks for encouraging entrepreneurs.  Review measures can be recommended in each tourist destination to ensure whether the entrepreneurs are getting enough business for their livelihood.  The entrepreneurs should be provided with basic training facilities to cope up with the basic financial & marketing problems faced by entrepreneurs.  Tourists visiting beaches as well as other tourist destination can be provided brochures including nearby hotels as well as tour operators with each one’s specialities.  Implementation of updated tourist information centre at each destination along with all the nearby facilities.

Conclusion The magical frame of tourism can connect many other major entrepreneurial activities such as hotels, restaurants, entertainments, adventures etc. Tourism itself can contribute a lot to cure the curse of unemployment. Identification of the correct venture with proper support in the form of fund can lift any budding entrepreneurs. The existing entrepreneurs are highly satisfied with the time freedom enjoyed by them, as the entrepreneurs are fully depending on the tourist’s arrival; off season is a night mare to them. This prompts them to go for another employment rather than this entrepreneurship. Efficient Entrepreneurship Development Programme can help entrepreneurs to manage all situations and sustain in the same field.

References

1. Ateljevic, I., & Doorne, S. (2000). “Staying within the fence”: Lifestyle entrepreneurship in tourism. Journal of Sustainable Tourism, 8(5), 378–392.

2. Ateljevic, J. (2009). Tourism entrepreneurship and regional development: Example from New Zealand. International Journal of Entrepreneurial Behavior & Research, 15(3), 282–308.

3. Carmichael, B. A., & Morrison, A. (2011). Tourism entrepreneurship research. Taylor & Francis.

4. Chang, J. (2011). Introduction: Entrepreneurship in tourism and hospitality: The role of SMEs. Asia Pacific Journal of Tourism Research, 16(5), 467–469.

5. Lordkipanidze, M., Brezet, H., & Backman, M. (2005). The entrepreneurship factor in sustainable tourism development. Journal of Cleaner Production, 13(8), 787–798.

6. Russell, R., & Faulkner, B. (2004). Entrepreneurship, chaos and the tourism area lifecycle. Annals of Tourism Research, 31(3), 556–579.

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7. Shaw, G. (2014). Entrepreneurial cultures and small business enterprises in tourism. The Wiley Blackwell Companion to Tourism, 120–131.

8. Szivas, E. (2001). Entrance into tourism entrepreneurship: A UK case study. Tourism and Hospitality Research, 3(2), 163–172.

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